Since When Did Merchandise Become Fashion?
Merchandise wasn’t something for super fans and sports arenas. But times are changing. It’s become stylish, transcending its initial purpose to become a staple in the fashion world. But when did merchandise shift from simple memorabilia to a sought-after fashion statement? You see people wearing lanyards, hoodies, or carrying a drinks cup like it’s part of their outfit.
Below, we’ll explore why we think memorabilia has become fashionable.
Popular Items Across Various Industries
Merchandise is essential in business, entertainment and sports industries – it’s also big in tech, beauty, and more:
- Entertainment: Band t-shirts, movie-themed collectables, and limited edition vinyl remain top sellers.
- Sports: Jerseys, caps, and scarves from teams in the Premier League and Europe teams continue to dominate.
- Tech: Branded merchandise from tech websites like Wordans, including logo hoodies and novelty items, are popular with tech enthusiasts.
- Beauty: Limited edition makeup collaborations always sell out. They’re often between celebrities and major cosmetic brands.
From Fan Gear to Fashion Statement
Fan gear will always have its place in the hearts of fans – it could be a band tee or a sports team top. In fact, football t-shirts did become fashionable for some time and will likely do again this year with the men’s UEFA Euros Championship.
Still, these items were solely about showing support and belonging to a community. It wasn’t until the early 2000s that a shift began as celebrities and influencers started using these items in their everyday wardrobes, blending them with high-fashion pieces.
The Role of Celebrity Influence
Celebrity endorsement is arguably the reason the merchandise is in the fashion spotlight as something more than only for the fans. When you’ve got global style icons like Kanye West or Rihanna wearing merch, it instantly gains credibility. An example is Rihanna wearing ASAP Rocky’s tour hoodies – she makes it look like fashion, not merch.
Or there’s Kanye’s Yeezus tour merch – it became iconic when worn by celebrities and influencers like Kylie and Kendall Jenner.
You can also say this trend is fueled by social media. Just look at Stanley Cups and how popular they are because of TikTok.
Limited Editions and Collabs
Using limited edition merch and exclusive collaborations changed everything. You can see this with limited edition Nike Dunks and other clothing items like it – people want something everyone can’t have. And yes, these often come with a price tag. These limited drops sell out in minutes; there’s a buzz that people can’t ignore.
The scarcity of these items adds an exclusivity factor that appeals to collectors and fashion lovers. Collaborations, like those between streetwear brands and artists or between luxury fashion houses and athletes, for example, have created a hybrid culture that has people hooked.
Merch is more than its origins as simple merch – now it’s part of people’s lives. This transformation has been driven by celebrity influence, a good limited edition, and people wanting something As we move forward, merch will continue to evolve, likely integrating technology and furthering sustainability, ensuring that it remains a significant and dynamic component of the fashion conversation.
